PERSONAL SELLING BUSINESS TO BUSINESS PERUM PFN DALAM MEMASARKAN PRODUK PAKET GREETING IDUL FITRI 2018 (Studi Kasus Pada Personal Selling Business To Business Produksi Film Negara)

SARI, PUSPITA ULAN (2020) PERSONAL SELLING BUSINESS TO BUSINESS PERUM PFN DALAM MEMASARKAN PRODUK PAKET GREETING IDUL FITRI 2018 (Studi Kasus Pada Personal Selling Business To Business Produksi Film Negara). S1-Sarjana thesis, Universitas Mercu Buana Jakarta.

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Abstract

This research discusses personal selling business to business conducted by the State Film Production in marketing the Eid greeting package 2018. This research is motivated by the increasingly competitive business competition in this era, companies are required to be as creative as possible so that consumers are interested in products the kind that is on the market. By analyzing the conditions of competition and market research, Perum PFN formulates personal selling to market its products in the market. In this research using a promotional mix from Kotler, Philip and Kevin Lane Keller consisting of: advertising, sales promotion, publicity, direct marketing and personal selling. Where personal selling is a very effective way to market a product. This research uses a qualitative approach with the method used is the case study method, with data collection techniques through primary data (interviews) and secondary data (documentation). This study explains the personal selling that is used and the personal selling that is carried out. In this study the role of directors also contributed in marketing products, directors will market directly to the leaders of other companies to offer products marketed by Perum PFN it self. From this research it can be concluded that personal selling business to business is very effective in building long-term relationships with consumers and does not rule out repeat orders. Keywords: personal selling, business to business Skripsi ini membahas tentang personal selling business to business yang dilakukan oleh Produksi Film Negara dalam memasarkan produk paket greeting Idul Fitri 2018. Penelitian ini dilatar belakangi dengan persaingan bisinis yang semakin kompetitif pada era ini, perusahaan dituntut untuk sekreatif mungkin agar konsumen tertarik dengan produk-produk sejenis yang ada dipasar. Dengan melakukan analisa kondisi persaingan dan riset pasar, Perum PFN merumuskan personal selling untuk memasarkan produknya dipasaran. Pada penelitian ini menggunakan bauran promosi dari Kotler, Philip dan Kevin Lane Keller yang terdiri dari: advertising, sales promotion, publicity, direct marketing dan personal selling. Dimana personal selling merupakan cara yang sangat efektif dalam memasarkan produk. Penelitian ini menggunakan pendekatan kualitatif dengan metode yang digunakan adalah metode studi kasus, dengan teknik pengumpulan data melalui data primer (wawancara) dan data sekunder (dokumentasi). Penelitian ini menjelaskan personal selling yang digunakan dan personal selling yang dijalankan. Dalam penelitian ini peran direksi juga turut andil dalam memasarkan produk, direksi akan memasarkan langsung kepada pimpinan perusahaan lain untuk menawarkan produk yang dipasarkan oleh Perum PFN sendiri. Dari penelitian ini dapat disimpulkan bahwa personal selling business to business sangat efektif untuk membangun hubungan jangka panjang dengan konsumen dan tidak menutup kemungkinan akan melakukan repeat order. Kata Kunci: personal selling, business to business

Item Type: Thesis (S1-Sarjana)
NIM: 44315010063
Uncontrolled Keywords: personal selling, business to business
Subjects: 700 Arts/Seni, Seni Rupa, Kesenian > 790 Recreational and Performing Arts/Olah Raga dan Seni Pertunjukan
700 Arts/Seni, Seni Rupa, Kesenian > 790 Recreational and Performing Arts/Olah Raga dan Seni Pertunjukan > 791 Public Performances/Pertunjukan Umum > 791.4 Motion Pictures, Radio, Television/Gambar Gerak, Radio, Televisi
700 Arts/Seni, Seni Rupa, Kesenian > 790 Recreational and Performing Arts/Olah Raga dan Seni Pertunjukan > 791 Public Performances/Pertunjukan Umum > 791.4 Motion Pictures, Radio, Television/Gambar Gerak, Radio, Televisi > 791.43 Motion Pictures, Movies, Cinema/Bioskop, Movie, Film Hiburan, Sinema
Divisions: Fakultas Ilmu Komunikasi > Periklanan dan Komunikasi pemasaran
Depositing User: Dede Muksin Lubis
Date Deposited: 15 Aug 2020 07:35
Last Modified: 15 Aug 2020 07:35
URI: http://repository.mercubuana.ac.id/id/eprint/56688

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